Branding Case: Why the Branding of Mauritius Failed

Brand Personality
Knowledge Center

 

Next Topic

Brand Personality > Forum > Branding Case: Why the Branding of Mauritius Failed

Branding Case: Why the Branding of Mauritius Failed
Akash Gura, Business Consultant, Mauritius, Member

A branding exercise of Mauritius failed miserably because the dual-language slogan "Mauritius, c'est un plaisir" did not connect with the people, but exacerbated the tensions already existing at the time. If this branding of Mauritius attempt is analysed according to Aaker's dimensions, the source of failure must have originated from the "Sincerity" dimension - there was an undisputable 'disconnection' between the people and the slogan: it was imposed by a select panel of experts, no consultation with anyone, no proper information was aired through media, all done in quasi-secrecy while the contrary would have guaranteed success. (...) Read more? Sign up for free
 

Please register now to read all responses and to join this discussion yourself. It's easy and 100% free.

Sign up for free     Log in


         
Special Interest Group Leader

Interested? Sign up for free.


Brand Personality
Summary
Forum
Best Practices


    Brand Personality
    Knowledge Center

     

    Next Topic



    About 12manage | Advertising | Link to us / Cite us | Privacy | Suggestions | Terms of Service
    2020 12manage - The Executive Fast Track. V15.4 - Last updated: 25-2-2020. All names of their owners.